The engagement of official profiles of sports betting companies on Instagram has declined for the fifth consecutive month, closing December with 3.83 million interactions. This figure is the lowest recorded in 2024. Esportes da Sorte leads the ranking, while Reals Bet was the company that gained the most followers, completing the list with Betão, H2bet, Superbet, and Betano.
Compared to November, the drop in interactions was 2.8%. The data are measured monthly by Samba Digital, a sports marketing and iGaming agency, which also has a broad operation in data analysis.
However, the performance is not a tragedy in the agency's assessment. When compared to December 2023, there was a growth of 45.9%. December was the fifth month of consecutive decline, closing with 2.62 million interactions.
In terms of new followers, December saw a significant drop compared to November: 54% less. Still, over half a million new followers: 524,000 across just over 130 profiles analyzed.
“Even in a downturn, the numbers from digital profiles are very impressive. We are talking about five hundred thousand new followers in a month that saw a 54% drop. In a high, the numbers are comparable to major segments of the digital industry,” analyzes Camila Cunha, manager of the iGaming department at Samba Digital.
“It is an investment that generates so much value for the brand and direct exposure, resulting in a 'digital intimacy' relationship with the audience,” she evaluates.
Esportes da Sorte was the leader in interactions in December
Esportes da Sorte has not yet obtained its authorization from the Ministry of Finance to operate in Brazil as the legislation came into effect on the first day of 2025. However, digitally, it performed very well. With 1.01 million interactions, almost doubling its performance in November, Esportes da Sorte jumped from 3rd to 1st place and led the digital performance ranking.
Three companies enter the Top5 in base growth
H2bet, Superbet, and Betano made it to the list of top 5 with the highest number of new followers. However, the leadership remained with Reals Bet, which accumulated 256,000 new followers in December after 549,000 in November. Betão remained in second place with 160,000 new followers in December.
Source: Samba Digital
